MxMIndia

Category: TV

  • The music channel's business head Aditya Swamy says evolving to keep pace with the changing demands of its TA – the youth market – is the secret to staying ahead

    MTV goes multi-dimensional, wearing multiple hats

    By Meghna Sharma

     

    To survive, adapting to changing times is an absolute must. MTV, which started the music revolution in the country decades ago, has not just managed to survive but also remain a hit with its audience, when grabbing attention is an increasingly tough job.

     

    How did MTV do it? Evolution is the answer, according to Aditya Swamy, MTV EVP and Business Head. “Our brand talks to youngsters, who are constantly evolving, so to connect with them we have to re-invent ourselves time and again too.”

     

    The channel now is working towards being multi-dimensional and multi-platform. Ask about the rationale behind the new strategy and the response is that while music is at the heart of MTV, the brand is not limited to it. Therefore, the channel isn’t stopping itself from wearing multiple hats – from music both filmi and independent and reality shows, it also has a slew of new properties since March, starting with MTV Sound Trippin, followed by India’s first social road trip titled Drive with MTV , a 13-part film named MTV Rush, and MTV Coke Studio.

     

    Aditya Swamy

    “Today a channel has to be multi-dimensional especially if it caters to youngsters. Youth wants options – music, reality shows, fiction etc. So, a brand needs to have a well-rounded offering for its TA. Audiences are wearing multiple hats, so why shouldn’t a channel?” asks Mr Swamy. “And as choices evolve, we’ll have change accordingly and maybe a new phenomenon will be created in the future.”

     

    However, the channel is very clear that it will never compromise on music. “Music is in MTV’s heart so we cannot let go of it. But we’ll continue to do different things with it and come up with original content. Our mantra is quality over quantity.”

     

    The brand can be consumed on various social media platforms like Twitter and Facebook apart from its website and, of course, television. “When so many options are available to ‘connect’ with the audience then why should a channel be only be limited to TV? All these platforms give us a total consumer platform, which makes it a two-way communication,” says Mr Swamy about the importance of being available on multiple platforms.

     

    He further explains it with an example of Roadies which won ‘The Most Social TV Show’ at Mashable Awards, last year. The show had gone all out by posting videos, images, updates and exclusive sneak peeks on social networks. The show was the only Indian entry to reach the top 10 slot too.

     

    “Not only does the engagement help a brand reach out to its audiences, advertisers prefer it too, as it also helps them to reach their TA through various platforms which a brand they can associate with is on,” Mr Swamy adds.

     

  • Delhi HC says India TV did not infringe Yash Raj Films’ copyright in India Beats programme

    India TV wins case against Yash Raj Films for ‘fair use’ of “Kajra Re’ etc on news shows

    By Ananya Saha

     

    In an ongoing legal dispute between India TV and Yash Raj Films, the Division Bench of Delhi High Court consisting of Justice Pradeep Nandrajog and Justice Manmohan Singh has delivered a breakthrough judgment in favour of India TV. The honourable court has held that small amount of usage of songs in a programme by India TV does not amount to ‘copyright infringement’.

     

    The Delhi High court was dealing with a dispute involving India TV and Yashraj Films. The High Court has said that use of five words of the song ‘Kajrare’, ‘Mera chain vain sab ujda’ in a promo for a consumer affairs program telecast on India TV and singing a portion of the song ‘Salaam Namaste’ in a one-hour programme ‘India Beats’ of India TV by Vasundhara Das whose life was being reviewed, amounts to ‘fair use’, as the same is de minimis, that is, very little usage compared to the whole programme.

     

    India TV MD & CEO Ritu Dhawan said, “The ruling itself is a victory for the channel and media houses alike, and places their right of ‘fair use’ at the forefront.”

     

    Prathiba Singh, intellectual property lawyer appearing for India TV, said, “The court has protected the rights of artists and creators on one hand and news channels on the other. The court has held that if every form of usage of even small bits is infringement, then creativity would be stifled.”

     

  • Zee turns #1 Hindi GEC thanks to DID Season 2 finale's 8 TVR plus Ramayan and the Gold Awards

    Zee TV turns numero uno again

    By A Correspondent

     

    Zee TV has moved way ahead of the competition in the Hindi general entertainment channel space. According to the ratings out today (Week 33), the channel garnered 283 GRPs, with Star Plus slipping to 255, Colors up to 238 and Sony down at 214 GRPs.

     

    Last week (#32), Star Plus was leading with 270 GRPs as Zee TV trailed with 247, Sony with 225 and Colors with 217 GRPs.

     

    The high ratings can be attributed to the Dance India Dance season 2 Finale, which managed the ratings of 8.0 TVR on 12 August. Ramayan also caught many eyeballs, and managed the TVR of 2.7. The Gold Awards that were telecast on August 18 fetched the ratings of 3 TVR.

     

    Riding high on the success of Dance India Dance, the essential question is whether Zee will be able to sustain the ratings. Channel executives and an analyst MxMIndia spoke wit are bullish about Zee maintaining the lead since the channel is planning a standoff between season one and season two finale winners of DID. This will ensure that the interest is kept alive for the next five weeks.

     

    Dhruv Jha, Business Head at Lodestar Universal, is optimistic that the channel would have innovative content to keep the interest alive. He said, “Zee TV is always reinventing its programming. Even when this show ends, I am positive that they have another show in the kitty.”

     

  • The show will be simulcast across BIG CBS's three channels – Prime, Love and Spark, beginning September 14 and then every Friday and Saturday at 9pm in India

    BIG CBS brings X Factor in concurrent telecast with US

    By Meghna Sharma

     

    On the back of the success that the simulcast of the reality show America’s Got Talent delivered to the BIG CBS Network, it is going all out to cash in on the trend. The network has acquired the latest season of The X Factor, which will air concurrent to the United States, from Fremantle. The show will be simulcast across BIG CBS’s three channels – Prime, Love and Spark, beginning September 14 and then every Friday and Saturday at 9pm in India.

     

    Created by Simon Cowell and produced by Fremantle Media – North America, The X Factor is back for its second season with a jury mix that consists of Britney Spears, Demi Lovato, Simon Cowell and L.A Reid.

     

    Commenting on the show, Anand Chakravarthy, EVP marketing, RBNL said, “It has been our endeavour right from the start to offer India the latest-freshest-hottest of global entertainment, and with the acquisition of Fremantle’s hit show The X Factor, we once again live up to our promise. The X Factor’s concurrent telecast with the US and the simulcast across the Prime, Love and Spark channels will give us enormous mileage. Our strategy allows the show to reach a large relevant audience base across consumer segments, while simultaneously offering marketers an excellent platform to reach out to their audiences.”

     

    To ensure optimal reach, the BIG CBS Network has planned an extensive marketing plan for the show. The network will engage in a multimedia holistic marketing campaign across multiple touch points ranging over radio, television, out of home media and social media to promote the show.

     

  • Complete News and Entertainment Broadcast Pvt Ltd (CNEB) and Launch Pad have joined hands to create Bhojpuri International Music TV Channel – Hummra M

    CNEB turns into Hummra M Bhojpuri music channel

    By Ananya Saha

     

    The Bhojpuri-speaking market has been categorised as Hindi-speaking market in TAM terms, so far. With an aim to change this, Complete News and Entertainment Broadcast Pvt Ltd (CNEB) and Launch Pad have joined hands to create Bhojpuri International Music TV Channel – Hummra M. Launch Pad, led by Probal Gaanguly and Vikas Varma, is acting as a consultant for setting up the channel.

     

    The channel, launched on August 13, is targeted at 15-24-year-olds in Bihar and Jharkhand (Bhojpuri-speaking) market. Probal Gaanguly, Partner, Launch Pad, said, “Strategically, the Bhojpuri market has been waiting to explode since quite some time. There is no regional music channel here. Hummra M is perfectly placed for advertisers to reach out to this important market.” The channel would telecast top-of-the-chart Bhojpuri film songs. The packaging and the look of the channel has been designed by Mr Varma (who was a part of the 9XM set-up team), and the channel would have 3D animated characters. The second phase would see more unique content, according to Mr Gaanguly.

     

    CNEB Hindi news channel, which did not turn commercially viable even after 4-5 years, was converted to Hummra M. The aim of Launch Pad is to look at profitability, create opportunities for marketers, and break even in the shortest time frame of 12-18 months.

     

    HS Sran, Group Chairman, HBN Group & Complete News & Entertainment Broadcast Pvt Ltd (CNEB Network), said, “We are delighted to join hands with Launch Pad to create the first entertainment TV offering from the CNEB network. With the proven track record of Vikas Varma and Probal Gaanguly in this genre of TV entertainment, it is a win-win situation for the CNEB Network, Launch Pad and the Bhojpuri TV viewer. We look forward to many more such ventures from this team.” According to the officials, the TAM ratings of Week 33 of Hummra M in BSM – 15 to 24 yrs TG is 6.42 which is almost the times of the three other Bhojpuri Music Entertainment Channels (Dabangg, Big Magic & Sangeet Bhojpuri).

     

    The Launch Pad team is already looking at regional channel markets of Orissa, Punjab, Bengal, and Assam. “We could act as consultant and take care of the entire project from launching to ensuring profitability, or become stakeholders. We are looking at different models and formats.”

     

    To market Hummra M, the channel would be engaging in below-the-line marketing and activations. The channel is also looking at tying up with film properties.

     

  • August 24 will be the last day at the channel for the head of non-fiction at Zee TV, who put in his papers recently

    DID creator Ashish Golwalkar to leave Zee

    By Ananya Saha

     

    A journey that began in April 2001 for Ashish Golwalkar is drawing to a close. The head of non-fiction at Zee TV put in his papers recently. He is currently serving out his notice period, and August 24 will be his last day at the channel.

     

    He is credited with the creation of Dance India Dance, the popular property at the channel. Mr Golwalkar said, “It has been 12 years at Zee. I have worked at various roles and positions at Zee. I have worked as a sales person, programming head, brand manager. It was a great learning experience. I was responsible for DID. Nothing can be as big as DID. Zee was acted as a university for me.

     

    “Once you do something, it becomes difficult to outdo yourself at the same place. One needs to look for challenges and the challenges need to change constantly,” he said.

     

    Mr Golwalkar has not decided on his next destination yet. “I will be on leave and will evaluate things after a month.”

     

  • The 13-part series, 'What Not to Wear – India' is scheduled to air every night at 10pm beginning September 2, 2012 on TLC

    TLC to launch ‘What Not to Wear’ India edition

    By A Correspondent

     

    After its recent ‘Be Blunt with Adhuna Akhtar’, the India-based hair styling and makeover series, lifestyle channel TLC is all set to launch the India edition of the international makeover series – ‘What Not to Wear’. The channel has roped in actor Soha Ali Khan and acclaimed stylist Aki Narula.

     

    The 13-part series, ‘What Not to Wear – India’ is scheduled to air every night at 10pm beginning September 2, 2012 on TLC. With two back to India productions – ‘Be Blunt with Adhuna Akhtar’ and ‘What Not to Wear – India’, TLC is said to be planning more localised programming in the near future, thus further strengthening its localisation drive. ‘What Not to Wear – India’ will be available in both English and Hindi languages.

     

    Each episode is said to be a personal journey of women reinventing themselves with new-found vigour, as they bid adieu to clothing items from their wardrobe they never should have worn in the first place. Rahul Johri, Senior Vice President and General Manager – South Asia, Discovery Networks Asia-Pacific said, “TLC has been the front runner in bringing the world’s best experience to Indian television. Pushing the boundaries of differentiated and inspiring television entertainment, we are delighted to present another pertinent and refreshing India centric series- ‘What Not to Wear – India.’ Hosted by Soha Ali Khan and Aki Narula, the series will activate a new wave of style change and become the new benchmark in lifestyle programming.”

     

    Soha Ali Khan said, “I am excited to be part of TLC. ‘What Not to Wear – India’ is an extremely interesting makeover series that beautifully captures the emotional, psychological and physical journeys of women to style enlightenment. We hope that viewers enjoy the show as much as we enjoyed making it.”

     

    Aki Narula said, “This is a thoroughly researched, interactive and insightful series, where I can aptly put all my years of experience of fashion and style to great practical use for the participants and the viewers.”

     

    ‘What Not to Wear – India’ is based on the original format devised by BBC and produced by BBC Worldwide.

     

  • Media consulting and sales firm Aidem Ventures has been appointed as the media representative for Punjabi GEC GET Punjabi

    Aidem expands regional footprint, bags Get Punjabi

    By A Correspondent

     

    Media consulting and sales firm Aidem Ventures has been appointed as the media representative for Punjabi GEC GET Punjabi. GET Punjabi was launched in India in October 2011 GEE Info Media stable. The network has presence in US and Canada as Punjjabi TV in US and Canada.

     

    The channel is available across Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP). Said Vikas Khanchandani, Director, Aidem Ventures, “We, at Aidem, intend to create an assortment of focused offerings that deliver a pan-India reach to our advertisers. With this deal coming through, we have expanded our footprint in the regional market with channels ranging from the Tamil Nadu’s Jaya TV, Jaya Max, Jaya Plus and J Movies; Odisha’s Lakshyya Entertainment, Mi Marathi and now Get Punjabi.”

     

    Alok Rakshit, head, broadcast business, regional and news, Aidem Ventures said, “We are pleased to have Get Punjabi on board, as it is a perfect fit in our regional TV channels bouquet. It will help shape our growth path for the next few years. The Punjabi-speaking population across Northern India is the target audience for many a brands. With Rs. 75 Crores riding on Punjabi entertainment genre, the growing trend is deemed to continue.”

     

    “We at Get Punjabi invest a lot of time and resources to reinvent our programming and cover every aspect of entertainment in order to connect with evolving viewer interests.  With Aidem’s thorough understanding of what drives profitability and cash flow and its market-oriented approach to business, we are confident that this collaboration will have a progressive bearing on our ROI,” added Manish Vasisht, Executive Director/CEO, GEE Info Media Pvt. Ltd.

     

  • IndiaCast, TV18 and Viacom18's venture, announced the launch of the international version of MTV India in the Middle East and North Africa (MENA) region

    Viacom 18’s IndiaCast takes MTV India to Mid East, N Africa

    By A Correspondent

     

    IndiaCast, TV18 and Viacom18’s venture, announced the launch of the international version of MTV India in the Middle East and North Africa (MENA) region. MTV India, featuring music & reality content from India in Hindi language, will complement Viacom International Media Networks’ (VIMN) existing MTV channel, which services the Middle East and North Africa region with Arabic and international music and entertainment content.

     

    MTV India is IndiaCast’s second channel in the region after its flagship channel Colors which launched in September 2010. The IndiaCast team in Dubai, which currently distributes and handles advertising sales for Colors, will be managing the distribution & sales for MTV India as well. This launch expands the offering for advertisers in the region, allowing them to reach both family and youth audiences. With this launch, MTV India’s international distribution footprint will now span 31 countries, while Colors is available in close to 50 countries.

     

    Speaking about the launch, Gaurav Gandhi, COO – IndiaCast, said, “Indians are passionate about their music, and Hindi music in particular has a huge following both in India and overseas. The launch of MTV India in the Middle East & North Africa region will give an opportunity for these audiences to connect with Indian music and reality programming that they love most. MTV India is our second brand in the region and we intend to grow our presence here with more offerings from our extensive news and regional channel portfolio in the near future.”

     

    Adding to this, Aditya Swamy, Business Head – MTV India, said, “MTV India has constantly engaged and entertained young India and now the opportunity to do so with young people in the other countries is very exciting. While we will leverage our cult franchises such as Roadies, Unplugged and Rush in these markets, we will also look at some region-specific initiatives which will resonate with the local audience.”

     

    MTV India will be available on Pehla branded packs across DTH, Cable, IPTV and SMATV across Bahrain, Cyprus, Iran, Iraq, Jordan, Kuwait, Lebanon, Oman, Palestine, Qatar, Saudi Arabia, Syria, United Arab Emirates, Yemen, Egypt, Libya, Morocco, Algeria, Tunisia, Sudan and Mauritiana. MTV India will also be launching on other platforms shortly.

     

  • Celebrated South Indian playback singer Mano, popularized with the hit television music series Super Singers on Vijay TV, performed to packed audiences in Johannesburg and Durban

    Vijay TV’s Mano thrills fans in South Africa

    By A Correspondent

     

    Celebrated South Indian playback singer Mano, most recently popularized through the hit television music series Super Singers on Vijay TV, performed to packed audiences in South Africa last week with smashing performances in Johannesburg and Durban. The hugely successful concerts were organized by Vijay TV – the leading Tamil general entertainment offering by the Star Network available on TopTV’s Top Star bouquet.

     

    The star, who has over 20,000 songs in 15 languages and has over 3000 live concerts to his credit wowed audiences at his events in Johannesburg and Durban. Fans of the superstar arrived hours prior to the events hoping for a glimpse of him before his mind blowing shows.

     

    The South Indian community of South Africa enjoyed a three-hour-long special performance by Mano who belted out hits back to back for his fans at the premier shows at Johannesburg and Durban exclusively for subscribers of Top Star, TopTV’sIndian bouquet.

     

    Mano also made a special public appearance at India Club’s Incredible India Day where hundreds of fans had the opportunity to meet him personally with an opportunity for photographs and autographs with him and a live performance at the 66th Indian Independence Day festival in Gauteng. A surprise duet performance of his hit song, Mukala Mukabla with P Susheela’s grand-daughter, Keertika Ponugupati, had fans roaring for more.

     

    The superstar rose to stardom with his hit songs Muqabla Muqabla from the film Kaadhalan with music composed by A. R. Rahman, the movie was recreated in Hindi and Telugu due to its popularity. Thereafter hit songs ‘Shenbagme Shenbagame’ followed and when the highly successful ‘Velaikkaran’ was released, Mano became one of the most sought-after South Indian singers in the industry.

     

    Sarika Shankarnarayan, Assistant Vice President, Marketing for Star, said, “We are delighted with the tremendous response to Mano’s concerts in South Africa. This is the first of many more interactive initiatives that the Star Network will bring to the Indian community in South Africa.”

     

  • Two new Bhojpuri channels launch wanting a slice of around a Rs 100 crore (and growing) adspends market

    Boom in Bhojpuri broadcast

     

    By Ananya Saha

     

    It started in right earnest in August 2008 when Mahuaa TV defined the advent of Bhojpuri broadcast media. The 24-hour general entertainment channel wanted to identify with and meet the needs of the Bhojpuri-speaking community through its programmes, which have a strong local essence and mix of aspiration and entertainment. The channel offers a potpourri of serials, feature films, reality shows, news etc.

     

    The media market, however, is not restricted to Mahuaa anymore with newer channels and programming wanting to cater to this dialect, and audience.

     

    Earlier this month, CNEB and Launch Pads launched music channel Hummra M. Delhi-based production house AAP Media has taken a plunge into television broadcast with the launch of Anjan, a Bhojpuri GEC. Big Magic, the regional entertainment for the Hindi heartland from the Reliance Broadcast Network, launched a Bhojpuri music band, titled ‘Hamar Des Hamaar Sangeet’ in January 2012. And very recently, starting August 18, the channel started airing Bhojpuri movies in its weekend band – ‘Superhit Bhojpuri’. Then there’s Sangeet Bhojpuri and Dabanng – the channel from Sri Adhikari Brothers that features Hindi content with a flavour of the Bhojpuri region.

     

    Opportunity

    Probal Gaanguly

    Talking about the size of the Bhojpuri broadcast market, Probal Gaanguly, Partner, Launch Pad, which consulted CNEB to launch Hummra M said, “The only Bhojpuri channel so far was Mahuaa, which is a general entertainment channel. All other channels are a mix of Bhojpuri and Hindi language content. Hence, the past has very little relevance for future. You must reflect on what happened to markets like Bengal, Maharashtra, Odisha, Assam etc to see that till such time content is not well-packaged and developed in own mother tongue, the viewership always goes to Hindi. The only exception being Gujarati.”

     

     

     

    Nikhil Sheth

    Nikhil Sheth, President, Mahuaa Network pegs the market size of Bhojpuri broadcast media market at Rs 100 crore. He said, “Unlike other regional markets, Bhojpuri cuts across the state of Eastern UP, Bihar and Jharkhand. The sheer population is close to 12 crore, which is one-tenth of India. Therein lays the potential.” He is glad that Mahuaa had the first-mover advantage in the market.

     

    Outlining the growth of the segment, Anand Chakravarthy, Business Head, Big Magic, said: “Bhojpuri is a different socio-cultural market, with Bihar being a key market. It was a traditionally media dark market, and relatively poor. But in the last 5-6 years, it has evolved. The Bhojpuri area is culturally rich and has a distinct language. Even the Bhojpuri film market is of decent size. The people in this region have local sources of entertainment. And now, we have advertisers who want to reach out to this Bhojpuri audience.”

     

    Anand Chakravarthy

    Mr Chakravarthy also said that while Mahuaa had a good run when it began, it has seen a steep decline recently. But just as Big Magic saw the opportunity, other broadcasters are reach out to this audience. “Advertisers now can actually connect much better with their consumers. And this will be a cultural connect, an attitudinal connect, an emotional connect, a chance for the brand to speak their own language. The opportunities are endless,” said Mr Gaanguly, adding, “Bhojpuri is centrestage on most of the lead GEC channels today through their content. It is only a matter of time before Bhojpuris will have their own basket of channels to choose from eclipsing the hold of Hindi.”

     

    Not hunky-dory

    It is, no doubt, a huge market potential that is currently underserved and underserviced due to daunting marketing and media logistics. But the market is becoming a strong consumer market of FMCG, durables, jewellery and education, according to Mona Jain, CEO, VivaKi Exchange.

     

    Mona Jain

    The traditionally male-dominated viewership has skewed towards an equal gender ratio in this market. Interestingly, even as reality shows like Sur Sangam on Mahuaa, and Bhojpuri music shows continue to draw audiences, urbanised serials and quiz shows does not get much audience.

     

    “India is a young country and so is the case with the Bhojpuri-speaking. But youth is not just an age group. The manifestation of youth as understood by brand marketers are more to do with people who are seeking better life & life style. In fact the hard coded market data puts Bhojpuri people from Bihar and Jharkhand are as upmarket as an average urban Indian. Our incessant effort was to unearth it and then design a channel for them (Hummra M), and they loved it,” said Mr Gaanguly.

     

    Even as the entry of various players does show the interest in the market, the Bhojpuri broadcast media is also marred with challenges. TAM is restricted to Patna, and includes the area in Hindi-speaking market. “It is difficult to explain the advertiser that Bhojpuri is not an area, but a socio-cultural audience that speaks this particular dialect,” said Mr Sheth.

     

    Another challenge, according to Mr Chakravarthy is quality content. His view is supported by Satyajit Sen, CEO, ZenithOptimedia who added, “Even as the advertisers seek to reach the audience, it remains to be seen which channel emerges as primary and which one a secondary option for advertisers.”

     

    Sundeep Nagpal

    Sundeep Nagpal, Director, Stratagem Media, opined, “Bhojpuri is a widely spoken language. Given that there are so many channels for other languages, I see no reason why more players should not enter the Bhojpuri market. And yet, it’s not as if this market can accommodate anybody and everybody.  It’s as though several media houses seem to have identified the potential of this market at the same time, which might result in chaos and anarchy. Almost as though the potential of other language channels has been exhausted, and media houses are now planning to explore this untapped market. It may also result in a race for genres, in say, news, music, movies etc., within Bhojpuri itself..”

     

    The perception of Bhojpuri market as serving B-Grade content needs to be altered too. As the market grows, the advertising has grown too. While nobody shared the numbers, the interest of everyone to capitalise on this market shows the potential. And it is of course a win-win situation for the audience, who are now being catered content in their local language, and advertisers who need not spend on national GEC’s and expect their TG in this market to respond.

     

    “National GECs in India began with Doordarshan in 1969. But thanks to geo-linguistic pressure today even the best of GEC channels are producing soaps with the protagonist as Bhojpuri-speaking. Besides the number of songs movies and jokes in Bhojpuri are huge signifying the huge importance of Bhojpuri as a language. I have a feeling in this day of fragmentation we are about to see launch of many language channels, which are defined by language and not geography,” concluded Mr Gaanguly.

     

    And we thought we had one too many already 🙂

     

  • After one and a half years, Keith Alphonso has quit UTV. He was business head of Bindass, the youth channel from the UTV stable

    Keith Alphonso quits UTV, joins OML as Revenue Head

    By Meghna Sharma

     

    Keith Alphonso

    After one and a half years, Keith Alphonso has left UTV. He was business head of Bindass, the youth channel from the UTV stable which was recently acquired by Walt Disney, and was in charge of rebranding the channel in a bid to keep pace with the ever-changing outlook of its core audience set.

     

    Confirming the news to MxMIndia, Mr Alphonso said, “Yes, I have quit UTV and joined OML as Head of Revenue.”

     

    In his new role at Only Much Louder (OML), a company which focuses on reaching the youth market in India through high quality entertainment properties including music festivals, television and web-based content, Mr Alphonso will be creating more branding properties. “I have mastered the art of creating ‘branded content’ from my previous work experiences. So, will be in-charge of handling similar profile at OML too. The only difference being that here it will be across platforms – television, live events, web etc.”

     

    Prior to UTV, Mr Alphonso has worked with Zoom Television, MTV and Times of India in a career spanning almost 17 years.